Marketing Mashup: Top takeaways of 2013

Description

Join our Pamela Markey, Senior Director of Marketing and Daniel Burstein, Director of Editorial Content, both of MECLABS, as they revisit all of the major marketing themes throughout the 2013 calendar year.

They'll cover top takeaways to help you:

• Use social media to relate to your customers
• Produce content within your everyday company cycle
• Cement a customer-centric strategy
• Use testing to improve and optimize

Audit and Discovery Not Connected to Service Work Flows CUSTOMER No Closed-Loop SERVICE SALES 1,200 400 External Website Outside Oversight

Audit and Discovery Not into Service BuildConnected to Service Work Flows Work Processes CUSTOMER No Closed Loop Tie to ERP/SAP SERVICE SALES 1,200 400 Remove External External Website Website Outside Oversight

The Goal CUSTOMER SALES SERVICE

Results: Leads submitted 2009 2010 2011 2012 2013

Results: Revenue per lead 2009 2010 2011 2012 2013

Takeaway: Treat social media as single part of a whole strategy In summary, don’t treat social media as its own separate entity.

Email and Facebook are strategically, operationally and tactically aligned (or should be)

Feature popular Facebook products in email Integrating social media into email. What interests a customer’s peers?

Image testing Try email images with high CTR in Facebook posts Try images that drive high Facebook engagement in email

Take what worked in 2013, and create a clear plan for 2014. Need help creating the perfect deck for your 2014 marketing plan? Marketo has a great free customizable PPT template for your marketing plans! http://marketo.com/planning

Takeaway: Don’t underestimate the power of useful content In summary, “free content” isn’t free for your customer. Time is valuable.

You pay with help, you receive attention and trust Content Your Company Share of Mind Relevant Helpful Entertaining Customers Trust

Selling Free Content: Excerpts

Selling Free Content: Excerpts

Takeaway: Use a content strategy In summary, creating content doesn’t have to be hard; use what you’re already doing in an intentional way.

Content works. But it’s hard. It doesn’t have to be!

Build a Strategy Around Content See our presentation and learn about … Repackaging capabilities/extend use John, I believe this is an important article for you to read … Maybe you saw us on … Or heard our podcast interview of a client

Industry/LOB Project Management: Workflow and transparency Project Notification Form submitted by Nat’l Mktg Leaders Multiaspect GTMS project? This is how marketing support requests are submitted to GTMS. Depending on project details selected, GTMS team leaders will be notified of the support request. Scheduled by Production Manager Yes Project Kickoff Call and project brief completed Project set up and assigned in Project Management platform Go To Market Services team members brief and/or advise on strategies, and help refine based on previous data and experience. Ongoing approvals from SMEs and Industry/LOB Leaders throughout process coordinated by National Marketing Leaders. Work Begins: Content & Graphic Design, Digital Media, Demand Generation, Social Media, PR, Advertising, etc. GTMS No – Single area of support needed – Small project Best efforts will be made to align resources to specific LOB/ Industry, this may not always be possible unless teams are willing to adjust project due dates. Implementation MROI analysis with industry/LOB Leaders Tracking of Results – Analytics and Automation Software NOTE: Project Tracker used to manage overall planning. Project Management platform used to manage GTMS support elements. GTMS Teams will review Project Tracker reports to plan for resources and manage workflow.

SAP in Social Business Sales team SAP found by utilizing social business techniques, customers are now more informed when they engage with a salesperson.

Example: SAP Slovakia Banking • SAP team focused on Slovakia Banking, which had its own social media presence with a small following • Consolidated into a SAP Finance Channel to promote many conversations and cross-educate on topics • Steering people away from “small microcosms” and toward broader communities Before: Overly specific, alienating and dividing audiences After: Unifying, bringing in people of diverse interests

Example: Subject lines Test sends version v1s1 v1s2 v1s3 v2s1 v2s2 v2s3 v3s1 v3s2 v3s3 v4s1 v4s2 v4s3 v5s1 v5s2 v5s3 v6s1 v6s2 v6s3 Subject line Hey Two things: Your turn Hey My opponent You decide Hey Last night Stand with me today Hey This is my last campaign [NAME] Hey There won't be many more of these deadlines What you saw this week Hey Let's win. Midnight deadline Each draft was tested with three subject lines One subject line would usually be common across all drafts, to help make comparisons across messages

Experiment: Controls Company Logic We have the most doctors, therefore we have the best care. Branded Sierra Tucson Care Center Considered a Top Recovery Clinic Get a Free Assessment. Call Now! Non-branded AZ Alcohol Detox Facility Exclusive, Luxury Rehab Facility. 1 Clinical Staff Per 3 Patients.

Experiment: Treatments Customer Logic I am afraid to send my husband away to someone who will not care for him like I will. Branded Sierra Tucson Care Center Considered a Top Depression Clinic. Traditional & Alternative Therapies Non-branded AZ Alcohol Detox Facility Considered a Top Addiction Clinic Traditional & Alternative Therapies

The Results The treatment is a winner! • Crushed a very weak control Up 3,566% • Conversion rate now acceptable in the absolute

Compounding Success Einstein said the compounding power of money is the eighth wonder of the world • Pessimist What a difference a year can make • • • • • • • Initial sales rate per period Original site testing gains Radical redesign (only counting 1X) Price disclosure Add-to-cart buttons Thought sequence Headline test 30% 100% no gain 15% 46% 30% 10 13 26 26 30 44 57 Over a 5x increase in one year … and still growing!

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